Questionnaire design

1. Questionnaire design A survey is only as good as the questions it asks

2. Emotional Intelligence • http://quiz.ivillage.co.uk/uk_work/tests/eqtest.htm

3. What should you ask? • The questions asked are a function of previous decisions • The questions asked are a function of future decisions (such as statistical analysis)

4. Key criteria • Questionnaire relevancy • No unnecessary information is collected and only information needed to solve the problem is obtained. Be specific about your data needs; tie each question to an objective • Questionnaire accuracy • Information is both reliable and valid

5. Phrasing Questions • Open ended response versus fixed alternative questions “?” • Decision criteria: type of research; time; method of delivery; budget; concerns regarding researcher bias

6. Avoid • Leading questions • Overly complex questions • Use of jargon • Loaded questions (can use a counterbiasing statement) • Ambiguity • Double barreled questions • Making assumptions

7. Order? • Order bias results from an alternative answer’s position in a set of answers or from the sequencing of questions • Funneling technique: general to specific helps understand the frame of reference first • Anchoring effect: the first concept measured tends to become a comparison point from which subsequent evaluations are made

8. Decisions • Ranking, sorting, rating or choice? • How many categories or response positions? • Balanced or unbalanced? • Forced choice or nonforced choice? • Single measure or index?

9. Types of questions

10. Types of fixed alternative questions… • Single dichotomy or dichotomous-alternative questions • “Are you currently registered in a course at the University of Lethbridge? • Yes____ No____” • Respondent chooses one of two alternatives (yes/no; male/female) • What scale would this data create?

11. Types of fixed alternative questions… • Multi-choice alternative • Respondent chooses from several alternatives • Many types…

12. Multi-choice alternative questions… • Determinant choice • Choose only one from several possible responses “Which faculty are you currently registered in at the University of Lethbridge? Management ___ Education ____ Arts/Science____ Health sciences____ Combined degree____ • What type of scale would these data create?

13. Frequency determination • Asks for an answer about frequency of occurrence In a typical week, how often do you purchase chocolate chip cookies? __never __ once __ 2 or more times What type of scale would these data create?

14. Check list • Provide multiple answers to a single question • Should be mutually exclusive and exhaustive “What brands of chocolate chip cookies have you, to the best of your memory, purchased in the past month (check all that apply?)” __ Dare __ Chips A’hoy __ Presidents Choice Decadent etc. etc. • What type of scale would these data create?

15. Attitude rating scales Attitude: An enduring disposition to consistently respond to various aspect of the world, including persons, events and objects Typically seen as having three components: • Cognitive • Affective • Behavioural

16. Affective The feelings or emotions toward an object

17. Cognitive • Knowledge and beliefs

18. Behavioral • Predisposition to action • Intentions • Behavioral expectations

19. Attitude Scales: Scaling Defined The term scaling refers to procedures for attempting to determine quantitative measures of subjective and sometimes abstract concepts. It is defined as a procedure for the assignment of numbers to a property of objects in order to impart some of the characteristics of numbers to the properties in question.

20. Unidimensional Scaling Multidimensional Scaling Procedures designed to measure several dimensions of a respondent or object Procedures designed to measure only one attribute of a respondent or object

21. Attitude measuring process • Ranking • Rating • Sorting • Choice

22. Types of attitude scales • Simple attitude scales • Most basic form – respondent responds to a single question • Do not allow for fine distinctions or placement on continua • You are at a company party and are feeling nervous, but you are obligated to be there. Do you: __ find someone you know to buddy up with __ take it as an opportunity to meet new people What type of scale would these data create?

23. Category scales • More sensitive; provides more information • Overall, how satisfied are you with the high speed performance of your Mercedes: __ very satisfied __ somewhat satisfied __ neither satisfied nor dissatisfied __ somewhat dissatisfied __ very dissatisfied If you could choose, how long would each term be? ___26 weeks __ 13 weeks __ 6 weeks ___4 weeks What type of scale would these data create?

24. Summated rating scales – the Likert scale • Respondents indicate their attitudes by checking how strongly they agree or disagree with statements • Chocolate chip cookies are my preferred variety of cookie Strongly disagree Disagree Uncertain Agree Strongly Agree (1) (2) (3) (4) (5) What type of scale would these data create?

25. Semantic Differential Rating scale • An attitude measure consisting of a series of seven-point bipolar rating scales allowing response to a “concept” Think of your favorite type of cookie. Rate it on each of the following continua: Hard------------------------------------------------------Soft Lots of chips---------------------------------------Fewer chips Crispy---------------------------------------------------chewy What type of scale would these data create?

26. Numerical Rating scale • Similar to a semantic differential except that it uses numbers as response options to identify response positions instead of verbal descriptions Think of your favorite type of cookie. Rate it on each of the following continua: Hard------------------------------------------------------------------------Soft 8 7 6 5 4 3 2 1 This scale is called an 8 point numerical scale, why? What type of scale would these data create?

27. Constant Sum Scales • Attributes based on their importance to the person. Respondents are asked to divide a constant sum to indicate the relative importance of attributes Example: Suppose the photocopy budget per professor was $100 per month. How much should be allocated to the following. Divide the $100 according to your preference: ____ photocopying for student needs; ____ photocopying for research needs; ____ photocopying for committee needs. ==== $100 TOTAL

28. Stapel Scales • An attitude measure that places a single adjective in the center of an even-number range of numerical values Example: Research Methodology +3 +2 +1 Exciting -1 -2 -3

29. Graphic Rating Scales • An attitude measure consisting of a graphic continuum that allows respondents to rate an object by choosing any point on the continuum

30. Rank-Order Scales • Scales in which the respondent compares one item with another or a group of items against each other and ranks them. Example: handout

31. Most important skills • Adaptability to change • Problem identification • Listening skills • Written communication • Leadership • Informal Oral communication • Analytical thinking/problem solving • Time management • Coping with stress/job pressures • Interpersonal relations • Formal oral presentations

32. Most important skills Business grads Managers 8 9 6 6 1 1 2 4 4 2 3 3 5 5 7 10 11 7 9 8 10 11 Adaptability to change Problem identification Listening skills Written communication Leadership Informal Oral communication Analytical thinking/problem solving Time management Coping with stress/job pressures Interpersonal relations Formal oral presentations

33. Paired Comparison Scales • Respondent is presented with two objects and is asked to pick the preferred. Example: Which type of cookie do you prefer __ chocolate chip __ oatmeal __ I do not have a preference between these two

34. Sorting • Respondent indicates their attitudes or beliefs by arranging items. Example: Please sort the following cards with pictures of cookies into the following categories Like Dislike Neither like nor dislike